IDEAS home Printed from https://ideas.repec.org/h/spr/sprchp/978-3-658-48463-7_17.html
   My bibliography  Save this book chapter

Von Daten zu Taten: mit Customer Journey Mapping den Kundenwert steigern

In: Customer Intelligence

Author

Listed:
  • Benjamin Friedrich

    (ADAC)

Abstract

Zusammenfassung Modernes Marketing erfolgt in der Regel konsequent Customer-Journey-basiert. Ausgehend von dem Ansatz der Customer Centricity werden Kontakte dabei während ihrer ganzen Reise von bloßen Interessenten bis hin zu treuen, immer wiederkehrenden Kunden passgenau und eng begleitet. Hindernisse werden proaktiv aus dem Weg geräumt und Conversion-Pfade auf die Erwartungen und Bedürfnisse relevanter Personas hin optimiert. So lassen sich schließlich Kundenwerte gezielt entwickeln und steigern. Damit Journey-basiertes Marketing sein volles Potenzial entfalten kann, muss die Customer Journey systematisch analysiert und verstanden werden. Dieser Artikel vermittelt einerseits die dafür nötigen theoretischen und praktischen Grundlagen, andererseits dient er als Leitfaden, um ein erstes Customer Journey Mapping erfolgreich im Unternehmen durchzuführen und daraus Optimierungspotenziale abzuleiten.

Suggested Citation

  • Benjamin Friedrich, 2025. "Von Daten zu Taten: mit Customer Journey Mapping den Kundenwert steigern," Springer Books, in: Emanuel Bayer & Manuel Marini (ed.), Customer Intelligence, chapter 0, pages 355-380, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-48463-7_17
    DOI: 10.1007/978-3-658-48463-7_17
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a
    for a similarly titled item that would be available.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:sprchp:978-3-658-48463-7_17. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.